The Why Marketing Should Be Personal briefing, produced by Econsultancy in partnership with Adobe, explores personalisation, a topic which has become top-of-mind for companies wanting to improve the customer experience and financial performance simultaneously.

Personalisation has unquestionably emerged in the last couple of years as one of the hottest topics within the spheres of digital marketing and ecommerce.

This report builds on data collected for the fifth Quarterly Digital Intelligence Briefing Personalisation, Trust and Return on Investment, published in 2012, and shows the increase in perceived importance of personalisation for marketers with some insightful trend data.

The report is based on a global survey of around 700 client-side and agency respondents, carried out in October 2014.

The following sections are featured in the report:

  • Personalisation: a fundamental part of digital strategy
  • Intelligent use of data
  • From email to cross-channel personalisation
  • Technology must be integrated to enable success
  • Man and machine … finding the right blend
  • How real-time is personalisation?
  • Privacy and the quest to avoid creepiness

Findings include:

  • There is a strong commercial case for personalisation – those who are doing it report a 14% uplift in sales.
  • Personalisation is seen as fundamental to online strategy for the majority, though only 5% of companies are personalising ‘extensively’.
  • Email remains the most personalised channel (78%), though desktop is catching up (69%), and more than a third are now personalising the mobile experience (36%).
  • 70% of companies see technology integration is a key barrier to personalisation, and only a quarter say they are using a single, integrated cross-channel technology platform.
  • The survey revealed a significant gap between the perceived importance of personalising experiences at the right time, and the ability of companies to deliver on it. Half of the respondents indicated they are not able to target personalised web content in real time.

Econsultancy’s Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape.